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3 rooms of cutting edge app marketing content
CONFERENCE AGENDA  WORKSHOPS  MASTERCLASSES



THE APS LONDON 2016 CONFERENCE AGENDA

Thursday 7 July 2016

London Marriott Hotel Grosvenor Square



8.00

REGISTRATION


8.05

BREAKFAST SNACKS & BEVERAGES



8.50

Chairman’s opening comments



9.00

Opening Address:

App Marketing Trends

What is the data telling us about the app and mobile game markets?
Key insights into app download volumes and velocity across the app stores
What does this mean for app marketing in 2016?

Bertrand Salord

Senior Marketing Director EMEA,
App Annie


APP STORE OPTIMIZATION – DRIVING ORGANIC APP DISCOVERY




9.15

Black Hat ASO:

Can you Manipulate the App Store Algorithms?

Burst download strategies and using CPI to drive organic installs
Review scraping and paid reviews
Using pricing strategies and other hacks

Gabriel Machuret

Director, ASO Professional



9.30

App Store Page A/B Testing:

Optimize Your Way to App Store Success

What can you A/B test on iTunes and Google Play?
What’s the potential impact on your downloads?
Case studies of App Store A/B testing and a (controversial) example

Thomas Petit

Growth Team Member, 8fit



9.45

What you need to know about app indexing:

How to get visibility for your app

Metataggging, deep linking, XML site maps and APIs
Testing, measuring and crawling – getting indexed
What impact can you achieve on your app downloads?

David Iwanow

SEO Product Manager, eBay



10.00

How App Discovery is Changing:

Finding users that will love your app

Using data to segment and target audiences
App streaming, app packs, progressive web apps and app search
Case study: Food Panda user growth

Lorenzo Bianchi

Head of App Ads UK & Ireland, Google




INTERACTIVITY SESSION

10.15

Roundtable Discussions

10.25

Panel Discussion

App Store Optimization Panel: Strategies and Tactics for App Store Success

Peggy Anne Salz
Lead Analyst & Founder, MobileGroove (moderator)

Charo Paredes Ortiz
Global Head of SEO, ASO & Digital Analytics, Buongiorno

Moritz Daan
Owner, Phiture

Gabriel Machuret
Director, ASO Professional

Thomas Petit
Growth Team Member, 8fit

THOMAS TWIGG
CSO & CO-FOUNDER, THE ASO CO



11.00

MORNING COFFEE BREAK

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USER ACQUISITION – FROM INSTALLS TO LOYAL USERS






11.45

How to retain app users:

Best Practices and Common Pitfalls

Getting the right setup in place (deep linking, tracking, app-events)
What resources do you need internally? (product, tech, marketing)
Using data and segmentation effectively

Joff Hamilton-Dick

HEAD OF EUROPE, JAMPP

Aurelie Genet

MOBILE MARKETING MANAGER, THETRAINLINE.COM



12.00

#GOLIVE:

TWITTER IS YOUR LIVE CONNECTION TO CULTURE, YOUR LIVE CONNECTION TO THE WORLD

Reaching a live, premium mobile audience on Twitter
Twitter’s marketing solutions for mobile apps, start-ups & brands
Case studies from Twitter’s top mobile partners

Ross Sheil

Head of EMEA Mobile, Twitter



12.15

Dynamic User Acquisition and Retargeting:

Fully personalised creatives in real time to acquire and retain valuable users

Show your most popular products inside creatives based on age, gender, location, income and interest
Increase activity and conversions of existing users
Case study with Delivery Hero with massive increase in ROI, orders and revenue

Ravi Kamran

Founder & CEO, Trademob




INTERACTIVITY SESSION

12.30

Roundtable Discussions

12.45

Panel Discussion

App User Acquisition: Getting ROI from paid channels

Stephanie Emmanouel
General Manager – Connected Customer Marketing, Somo (Moderator)

Daniel Kahtan
DIRECTOR OF MARKET DEVELOPMENT, APPSFLYER

Jan Karnath
Managing Director, App Media

Claudia Dreier-Poepperl
CEO & Founder, Calldorado

Ricardo Viotti
Account Manager, Facebook



13.15

Networking Lunch

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APP MARKETING AT SCALE – LESSONS LEARNED




14.15

Case Study:

App Marketing for Starbucks

How to promote a retailer app across multiple channels
Lessons learned and mistakes to avoid
Key metrics to track and manage

Jamie McQuary

Marketing Manager – Digital & Social Media, Starbucks UK

Matt Jones

Head of Mobile Strategy, Manning Gottlieb OMD



14.30

Beyond user acquisition:

mobile re-engagement best practices

Why acquisition alone isn’t enough
How to think like a service provider instead
Tips to boost mobile re-engagement

Reda Laraibi

EMEA Sales Director, myThings



14.45

IN CONVERSATION:

App Marketing for eCommerce

 

Andrew French
General Manager EMEA, AdColony

Fiona Sellick
UK Marketing Director, TodayTix

Cally Russell
CEO, Mallzee

Edward Relf
Co-Founder & CEO, Laundrapp



15.15

Getting the first Million Downloads:

What we learned

Creating user desire and finding the right audience
Crafting a narrative and building your story
Scaling up and building the campaign

Ben Scott-Robinson

Head of the Agency, Ordnance Survey



15.30

The road to a billion sessions:

successfully managing growth on a shoestring

Getting your app strategy right for scaling
Partnerships, viral mechanics, AB testing and other growth tactics
Developing an empirical and experimental approach

Bob Gallagher

Chief Revenue Officer, Lifelike Apps



15.45

Afternoon Tea

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HANDS-ON PRACTICAL APP PROMOTION FOR STARTUPS




16.15

PIMP-MY-APP-300x153

PIMP MY APP

Expert App Marketers Solve Your Problems Live on Stage

 

Vanessa Estorach
Founder & CEO, e-growing

Mick Rigby
Founder & Managing Director, Yodel Mobile

Ted Nash
Co-Founder & CEO, Tapdaq

Thomas MacThomas
Marketer in Residence, Forward Partners


APP MARKETING FUTURES – INNOVATION AND NEW APPROACHES




16.45

Case Study:

How we launched a games brand in the UK using TV and offline media

How we bought and optimised TV advertising for a mobile game
Experiential app advertising in Trafalgar Square
Outdoor media – taking over Oxford Circus Tube

Richard Downey

Mobile Director, The Specialist Works



17.00

Keynote Closing Address:

The future of app marketing

Progress made to date in building best practices
Evaluation of existing app marketing channels
Where we’re heading and what to expect

Cristina Constandache

VP Business Partnerships, Cheetah Ad Platform


PIMMS ROUNDTABLES & APP MARKETING QUIZ

   

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INTERACTIVITY SESSION

17.20

THIS IS YOUR CHANCE TO WIN PRIZES BY TESTING YOUR APP MARKETING KNOWLEDGE IN OUR POPULAR QUIZ FORMAT.

Hugh McCallion

Commercial Director, Adapt Worldwide & Founder, ASO Barcamp



17.55

Chairman’s Closing Remarks



18.00

THE APS LONDON 2015 NETWORKING RECEPTION

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19.55

Close of Conference



20.00

THE APS LONDON 2016 OFFICIAL AFTERPARTY

MARRIOTT-MARKUP

The Barley Mow

82 Duke Street, Mayfair, London W1K 6JF
It’s directly adjacent to the Marriott (a very short stroll up Duke Street).

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